Dos Equis brings back the Most Interesting Man—and bets nostalgia still sells beer

The Most Interesting Man is set to make a return to television.

In a marketing push that kicks off with a new 60-second spot airing on ESPN during the College Football Championship Game, Heineken’s Dos Equis has rehired Jonathan Goldsmith to play the Most Interesting Man, closing the ad with a familiar, iconic line. “I don’t always drink beer, but when I do, I still prefer Dos Equis.”

That copy, the return of Goldsmith, and even the original campaign’s Western-themed instrumental...